Putra, Febrian Pratama (2019) Evaluasi Pengalaman Pelanggan Berdasarkan Metode Online Customer Service Experience (OCSE) Studi Pada Website Tokopedia. Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini yaitu adalah untuk menguji sebuah metode dalam menilai pengalaman pelanggan yang dikembangkan oleh penelitian sebelumnya. Hal ini dikarenakan penelitian yang telah dilakukan sejauh ini hanya melihat beberapa faktor tertentu dan tidak melihat pengalaman pelanggan secara keseluruhan padahal di era informasi ini setiap perusahaan harus dapat berinovasi untuk bertahan di era kompetitif ini. Metode yang digunakan di dalam penelitian ini adalah metode online customer service experience. Metode ini melihat pengalaman dari sisi fungsionalitas dan psikologi pelanggan yang terdiri dari trust, value for money, context familiarity, usability, communication, product presence, social presence dan interactivity. Narasumber yang diambil dalam penelitian ini terdiri dari lima orang dari berbagai latar belakang yang berbeda sehingga menghasilkan pengalaman pelanggan dari berbagai sudut pandang yang berbeda. Penelitian ini sendiri bersifat kualitatif dengan pengumpulan data dilakukan dengan metode wawancara dan observasi langsung. Hasil penelitian menunjukkan bahwa secara garis besar pengalaman pelanggan di website Tokopedia sudah baik dengan variabel trust, context familiarity, value for money, usability dan communication memiliki hasil yang baik. Namun beberapa variabel seperti product presence, social presence dan interactivity masih kurang baik dan harus ditingkatkan karena variabel tersebut dapat mempengaruhi intensi pengguna dalam berbelanja di website tersebut.
English Abstract
The purpose of this study is to empirically test a method used to measure customer experience that has been developed by previous studies. This is because most other studies that have been done only focuses on few factors of customer experience and not seeing customer experience in a broader way while companies have to innovate to survive in this competitive era. Online Customer Service Experience framework is used to measure the customer experience which will be evaluated in this study. This framework measures customer experience from psychology factors and the functionality of the website. This includes trust, value for money, context familiarity, usability, communication, product presence, social presence and interactivity. Interviewees used for this study is taken from 5 different person with different background to see customer experience in Tokopedia website from different perspective. This qualitative study uses interviews and observations from Tokopedia website to gather its data. Finding shows that majority of customer experience in Tokopedia is good based from trust, context familiarity, value for money, usability and communication. But few variables such as product presence, social presence and interactivity is still lacking and has to be improved since it affects purchasing intentions on their website.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FILKOM/2019/449/051905832 |
| Uncontrolled Keywords: | evaluasi, online customer service experience, electronic commerce, electronic marketplace, evaluation, online customer service experience, electronic commerce, electronic marketplace |
| Subjects: | 000 Computer science, information and general works > 004 Computer science > 004.2 System analysis and design, computer architecture, performance evaluation |
| Divisions: | Fakultas Ilmu Komputer > Sistem Informasi |
| Depositing User: | Nur Cholis |
| Date Deposited: | 05 Aug 2020 07:27 |
| Last Modified: | 25 Oct 2021 02:25 |
| URI: | http://repository.ub.ac.id/id/eprint/172059 |
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